The next time you need to inform your marketing agency about a work project that you would like them to undertake, we recommend that you consider the following structure. I have been using this for many years and agencies generally welcome it as it gives them a clear understanding of what they should do for you.
A good summary of the agency is divided into the following sections.
Where are you now? This could include an overview of the entire business and the current marketing situation. It can include the company’s turnover, market share, trends, market reach in terms of geography and applications, typical customer profiles, past marketing campaigns and their results, brand perception, and perhaps a SWOT analysis to provide a snapshot of the internal and external issues facing the company. .
Where do you want to go? What is the new position that you aspire to once this marketing activity is up and running or completed? An explanation of the organization’s aspirations and goals of existing brands.
Explain how the company intends to achieve its objectives in the broadest sense and include any other elements of the marketing mix that are part of that strategy. This will help the agency develop an integrated marketing communications approach to the marketplace.
Include here details of the tactical elements already implemented or planned as part of the previous strategy. For example, the marketing strategy may refer to the use of public relations or exposures and why those activities support the strategy, but more details can be given here about the actual public relations activity carried out or the specific exposures used and why they have been used. selected as appropriate. to strategy.
Define as best as possible the profile of the target audience. Why do they buy your product / service, what problems need to be solved, what is the financial implication of these problems for the target customer, why does your offering meet their needs, and how could you do it better than anyone else?
Describe the budget and penalties for overspending.
The time scale and deadlines, such as an exhibit, where the results of this report are needed.
Who participates in the decision-making process and what are their roles? Who should the agency contact if it has more questions? Who does the agency report to?
How will performance be evaluated?
This approach to developing the informational document is included in a neat acronym that makes it easier to remember: SOSTT + 4M’s.